Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
14 Cards in this Set
- Front
- Back
|
What is a heuristic? |
A rule of thumb or a decision short-cut |
|
|
What is bias? |
When heuristics lead to suboptimal decisions |
|
|
When do heuristics work best? |
When there is time pressure, when the decision is ambiguous (taste is ambiguous) |
|
|
Why might market research survey results be skewed if there are a range of options? |
Due to the compromise effect, people avoid picking perceived extremes and pick the middle option. People do these cause they want to be normal. |
|
This piece about the virtues of wine in a women's magazine is an example of which heuristic? |
Either one: -confirmatory bias: the tendency to see what you expect to see. Wine is probably loved by this target so they would expect to read positive things about it. -halo effect: the tendency to assume that if something is good on one attribute then it is good on other attributes. People love wine so they ascribe other health attributes to it. |
|
|
A wife deciding to stay in an unhappy marriage because "It's been twenty two years." This is an example of which heuristic? |
This is an example of the sunk cost effect. The reluctance to reverse decisions that have led to negative outcomes when resources have already been sunk into that decision. |
|
|
The backlash against a leading cancer society's relaxed recommendations on cancer screenings because of friends' and relatives' cancer stories is an example of which heuristic? |
Case vs. base rate Case-single event Base rate-statistics People knew of early cancer detection stories and this was more meaningful to them then the statistics about unnecessary surgeries, procedures etc. and they vehemently disagreed with these relaxed standards. |
|
The drink pricing is an example of which heuristic/effect? |
The decoy effect-the small is a wingman or decoy for a large in this case since it is only $0.50 less than the large. |
|
|
My parents own Toyotas then I own a Toyota. This is an example of which heuristic? |
The family influence effect There are three drivers of this: -car (ideological, symbolic) -ketchup (taste) -laundry detergent (expertise) -taste anchoring (movies, books, etc) |
|
|
These are examples of: Most elevator close door buttons do not work, cross walk buttons are disabled, most workplace thermostats are secretly disabled |
These are examples of the illusion of control. People feel better when they have choices and are in control even when they are not really in control. |
|
|
"I hate Leonardo Dicaprio and everyone else agrees" |
We overestimate how many people agree with us |
|
|
What is the price-quality heuristic? |
We take Higher priced goods to mean that they are higher quality. |
|
This is an example of which bias? |
The social desirability bias. People want others to like them and it might bias and influence a study (she said focus groups stink partially due to this) |
|
|
The example of the "Math Horse" or the famous horse that could "calculate math problems" is an example of which bias? |
Experimenter bias and social desirability bias the horse was taking cues from the body Lagrange of the asker. It is also an example of confirmation bias-if you expect to find something, you will. (Stop counting at a certain point, discount other stomps etc) |
